本文選題：賞月險(xiǎn) + 產(chǎn)品創(chuàng)新�。� 參考：《遼寧大學(xué)》2014年碩士論文

【摘要】：我國(guó)保險(xiǎn)行業(yè)經(jīng)過(guò)30余年的高速發(fā)展，在取得了舉世矚目成就的同時(shí)，也逐漸暴露出越來(lái)越多的問(wèn)題。隨著國(guó)民經(jīng)濟(jì)的飛速發(fā)展，保險(xiǎn)行業(yè)也在逐漸走向成熟，保險(xiǎn)企業(yè)一方面要滿足客戶越來(lái)越豐富和細(xì)致的產(chǎn)品和服務(wù)需求，，另一方面也要承受來(lái)自內(nèi)外部的種種壓力。如何更好地適應(yīng)深刻變化的經(jīng)營(yíng)環(huán)境，在殘酷的市場(chǎng)競(jìng)爭(zhēng)中得以生存和發(fā)展，已成為保險(xiǎn)公司必須深入思考的課題。 2013年8月，阿里小微金融與安聯(lián)財(cái)產(chǎn)保險(xiǎn)聯(lián)合推出的“賞月險(xiǎn)”一經(jīng)問(wèn)世便引起了巨大爭(zhēng)議。一時(shí)間各大媒體紛紛報(bào)道，在相當(dāng)長(zhǎng)的一段時(shí)間里成為人們關(guān)注的熱點(diǎn)，可謂賺足眼球。這款產(chǎn)品體現(xiàn)出一定積極意義的同時(shí)更多的卻是折射出我國(guó)保險(xiǎn)行業(yè)令人擔(dān)憂的創(chuàng)新現(xiàn)狀。保險(xiǎn)行業(yè)的高速發(fā)展時(shí)期也是粗放發(fā)展的一段時(shí)期，多年以來(lái)的這種發(fā)展已經(jīng)使許多保險(xiǎn)公司形成了重銷售規(guī)模渠道，輕產(chǎn)品服務(wù)創(chuàng)新的粗放經(jīng)營(yíng)模式。保險(xiǎn)公司的產(chǎn)品和服務(wù)創(chuàng)新能力低下，造成了保險(xiǎn)產(chǎn)品結(jié)構(gòu)單一，市場(chǎng)有效供給不足，保險(xiǎn)服務(wù)嚴(yán)重滯后，已經(jīng)越來(lái)越不能滿足人們?nèi)找娑鄻踊谋ｋU(xiǎn)需求。面對(duì)越來(lái)越大的同業(yè)競(jìng)爭(zhēng)壓力，走差異化道路已經(jīng)成為保險(xiǎn)企業(yè)尤其是中小保險(xiǎn)企業(yè)得以生存和發(fā)展的必然選擇。而能否實(shí)現(xiàn)有效的產(chǎn)品和服務(wù)創(chuàng)新，創(chuàng)新成果能否得到社會(huì)和公眾的認(rèn)可，能否滿足企業(yè)的可持續(xù)經(jīng)營(yíng)和發(fā)展，則決定了保險(xiǎn)企業(yè)能否走上差異化經(jīng)營(yíng)的道路，最終在殘酷的市場(chǎng)競(jìng)爭(zhēng)中得以生存和發(fā)展。 本文從“賞月險(xiǎn)”的案例入手，運(yùn)用案例分析的基本方法和博弈論的分析模型，對(duì)于案例本身及保險(xiǎn)行業(yè)的創(chuàng)新現(xiàn)狀進(jìn)行深入分析，找到保險(xiǎn)企業(yè)創(chuàng)新動(dòng)力不足的原因。在對(duì)案例本身提出改進(jìn)建議的同時(shí)從政府和保險(xiǎn)企業(yè)的角度分別提出建議，以期使保險(xiǎn)行業(yè)的創(chuàng)新環(huán)境得到改善，保險(xiǎn)企業(yè)得以更好地發(fā)展。
[Abstract]:After more than 30 years of rapid development, China's insurance industry has made remarkable achievements, but also gradually exposed more and more problems. With the rapid development of the national economy, the insurance industry is gradually maturing. On the one hand, insurance enterprises have to meet the needs of more and more rich and meticulous products and services of customers, on the other hand, they have to bear all kinds of pressure from inside and outside. How to better adapt to the profound changes in the operating environment and survive and develop in the cruel market competition has become a subject that insurance companies must think deeply. In August 2013, Alibaba Microfinance and Allianz property insurance jointly launched the "Moon Insurance" once the launch of a huge controversy. For a time, the major media have reported that in a long period of time has become the focus of attention, it can be said to earn enough eyeballs. This product reflects some positive significance, but also reflects the worrying status quo of innovation in China's insurance industry. The period of rapid development of insurance industry is also a period of extensive development. Over the years, this development has made many insurance companies form an extensive business model which emphasizes the sales scale channel and neglects the innovation of products and services. The low innovation ability of products and services of insurance companies has resulted in a single structure of insurance products, insufficient effective supply in the market and serious lag in insurance services, which has become more and more unable to meet the increasingly diversified insurance demand of people. In the face of more and more pressure of interbank competition, it has become an inevitable choice for insurance enterprises, especially small and medium-sized insurance enterprises, to survive and develop. Whether we can achieve effective product and service innovation, whether the innovative results can be recognized by the society and the public, and whether we can satisfy the sustainable management and development of the enterprise determines whether the insurance enterprise can embark on the road of differentiated management. Finally in the cruel market competition to survive and develop. This paper starts with the case of "Moon appreciation Insurance", applies the basic method of case analysis and the analysis model of game theory, deeply analyzes the case itself and the innovation present situation of insurance industry, and finds out the reasons for the lack of innovation motive force of insurance enterprises. At the same time, the author puts forward some suggestions from the angle of government and insurance enterprises, in order to improve the innovation environment of insurance industry and develop insurance enterprises better.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.6

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本文編號(hào)：1888319